'3,000-Won Meal' That Caused Kim's Club Open Run [Recession-Type Special]②

Kims Club 'Ashley World Deli'
Buffet Food Uniform Price 3,990 Won
Gangseo Branch Sold 280,000 Units in 3 Months
Deli Division Sales Up 142% Year-on-Year

The deli (ready-to-eat food) section at Kim's Club Gangseo branch, located on the basement level 1 of NC Department Store in Deungchon-dong, Seoul, is bustling with customers during lunch and dinner hours. The display shelves offer over 100 deli items including Texas wings, salmon sushi, seasoned chicken, smoked pork belly, and roasted pumpkin duck. Regardless of the type, all items are priced at 3,990 won. 'Ashley Deli,' launched by E-Land Kim's Club on March 27, has sold an average of 3,000 units daily, surpassing a cumulative sales volume of 283,000 units within just three months of opening. Amid the economic downturn and continued high inflation, this affordable meal option priced in the 3,000 won range has gained tremendous popularity.

According to E-Land Retail on the 5th, sales in the deli section at Kim's Club Gangseo branch have surged 142% compared to a year ago since the opening of 'Ashley World Deli.' Ashley World Deli is a store that sells about 150 popular menu items from Ashley Queens buffet, operated by E-Land Eats, in small portions.

The Ashley menu items are commercialized and prepared directly by chefs inside the store. Word of mouth has spread among office workers near the Gangseo branch who want to conveniently handle their meals, and now many customers come from other regions as well. E-Land stated, "27% of the total daily visitors to the Gangseo branch purchase Ashley Deli," adding, "On average, each customer buys 6.7 deli items per receipt."

Consumers are purchasing Ashley Deli products at Kims Club Gangseo branch.
[Photo by E-Land Retail]

Deli products in supermarkets typically see higher sales rates during closing hours because many consumers buy items once discount stickers are applied in the evening. However, Ashley Deli is different. Sales during lunch and dinner hours account for 28% and 32% respectively, representing a significant portion. E-Land explained, "This is the result of initially setting low prices regardless of time," and added, "We believe this breaks the convention where deli sales in large supermarkets were concentrated only during 'closing discount' hours."

The freshness of ingredients, rather than using low-cost materials, is also cited as a factor in its popularity. While rising food material costs are considered a major cause of soaring dining prices recently, E-Land was able to unify prices based on the joint sourcing capabilities of its food material distribution affiliate, E-Land Farm & Food. By purchasing ingredients in bulk and supplying them to Ashley and supermarkets, E-Land Farm & Food achieved a 'cost reduction' effect.

Consumers are browsing Ashley Deli products at Kims Club Bucheon branch.
[Photo by E-Land Retail]

Noticing that purchasing patterns of customers at large domestic supermarkets are shifting toward 'small quantity purchases,' E-Land officially launched Ashley World Deli. Catering to the trend of small-quantity purchases by single-person households and dual-income couples, they reduced portion sizes to single servings while significantly increasing variety by leveraging Ashley Queens' menu development capabilities, focusing on creating a 'buffet inside the supermarket.' However, as high inflation continues, demand for affordable meals has increased, leading to an unexpectedly huge success.

Following the big hit of Ashley World Deli at the Gangseo branch, E-Land opened an additional store at Kim's Club Bucheon branch on the 26th of last month. The response at Bucheon branch has also been explosive. Sales in the deli section at Kim's Club Bucheon branch grew sevenfold in the week following the Ashley World Deli opening compared to the previous week. E-Land plans to open Ashley World Deli at Kim's Club Gangnam branch later this month.